Celebrity endorsement impacting consumer attitude and purchase intention: The mediating role of parasocial interaction

Abstract

The main purpose of this study is to research consumer perceptions of celebrity endorsement, including attractiveness, credibility, and expertise in advertising on Facebook. Specifically, the study examines the impact of each factor on the attitude toward advertising and the behavioral intention of consumers through the mediating role of parasocial interaction. In addition, the study also evaluates the moderating effect of homophily on the relationship between celebrity endorsement and parasocial interaction. The research model is empirically tested by an online survey with 468 Facebook users in Vietnam in the field of cosmetics and beauty. The validity and reliability of the data have been tested using a structural equation model. Study results have demonstrated: First, there is an ordered positive relationship between attractiveness, credibility, and expertise with parasocial interaction. Second, there is a positive relationship between consumers’ parasocial interaction and attitude towards advertising on Facebook. Third, there is a positive relationship between parasocial interaction and consumers’ purchase intention through Facebook advertising. Fourth, there is a positive relationship between attitude towards advertising and customers’ purchase intention. The results also show that there is a moderating effect of homophily on the relationship between celebrity endorsement (attractiveness, credibility) and customers’ parasocial interaction on Facebook.